google-tourism

Google confidential

eTourism Frontiers 2014 – Bringing more Tourists to Kenya

September 2014

Presented by: Rosemary Momanyi

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Agenda

1. eTourism Objectives

2. Consumer Digital Travel Insights

3. Google Value Proposition: developing an integrated digital strategy leveraging Search, Display, Video & Google+


Promote Kenya as a tourist Destination

eTourism Objectives

In a scenario of public spending contraction, Google can ensure the maximum efficiency in the promotion of Kenya as a tourist destination. Create

Awareness + Improve Reputation

Chris Gabalon, Chief Marketing Officer, Ritz Carlton Hotel

“During the downturn, while they may have given it up to some degree, the one item consumers said they did not want to give up outside of basic needs was travel”

Search Trends


Total Queries on eCoTourism & Adventure Travel Dates: Jan 2012 - Jan 2014

The USA dominates followed by UK


Top Countries with “Kenya” in the Search Query Dates: Jan 2012 - Jan 2014

The USA still dominates followed by UK

Seasonal peaks in July & December

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Travel insights

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Sources used to plan travel online Search is still the #1 planning source for travel

Source: “Traveler’s Road to Decision” study. Google and OTX. June, 2011.

Base: Use internet to plan trip. Personal Travelers (2989) Business Travelers (1167). Q.  Which of the following online sources do you typically use to plan personal or leisure/

business trips?


The travel booking window is increasingly complex and multiple sources in"uence decision-making

1 in 5 travelers are buying within a week of decision

to travel.

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Travel, Apr 2011

Most shoppers purchase travel 1 to 3 months after making the decision to

travel.

Potential influences along the way:

Last Click Conversions


Sponsored links encourage Purchase

Base: Purchasers in the Travel Market Note: A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Correlation not cause. Source: Google/Nielsen, How Search Helps Drive Purchases in The UK Travel Market, UK, January – March 2010

People who click on sponsored links

are more likely to make a purchase


90% of Searcher’s that Purchased used Generic Terms

Base: Purchasers in the Travel market Note: % of searchers that were Generic, brand only & brand with other text; Searches are defined as only those that lead to a Travel content site


Mobile Trends


More Travellers Use Mobile for Travel Information

Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. Base: Used Internet as Source to Plan Trip. (Q9) From which of the following locations do you access the Internet for travel-related information when planning your? (Select ALL that apply)… *Net of Mobile Phone, Smartphone (2012) and Tablet (2011 and 2012).


A Bad Mobile Website is the #1 Deterrent to Booking Travel on a Phone

Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q10) Which of the following online sources do you typically use to plan ? (Select ALL that apply) (Leisure 2009 n=2736, 2010 n=2944, 2011 n=2989 2012 n=2912.) (Business 2009 n=1155, 2010 n=1182, 2011 n=1167, 2012 n=1139.)


Video Trends


Travelers Watch Online Video In All Phases of Travel Planning

Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q4) Which of the following have you done online in the past 6 months? (Select ALL that apply) Base: Total Respondents. *Watched/uploaded/commented on travel videos online


Online Video Sites Prompt Travelers to Book

Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012. (Q10b) Did you end up booking a trip on any of the online sources you used to help plan your trip? Base: Prompted to book and used source. (n=floating. New question in 2012.)


Top 5 Types of Travel Videos Watched by All Travelers

62% Videos from hotels, airlines, cruises, tours, etc.

58% Trip reviews from experts

58% Videos from travel-related channels

56% Trip reviews from people like me

48% Videos made by people like me

Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT. (Q6B) Speci!cally, what types of travel-related videos do you watch online? (Select ALL that apply). Base: Watched/Uploaded/Commented on Travel-related Video. (Leisure n=1425, Business n=894)

Video Testimonials are the most e#ective way to reinforce the positive travel experience


YouTube is the #1 destination for online video

Source: comScore VideoMetrix August 2011, internal data US Online Video Viewing Sessions (000)

60 hours of content uploaded every minute

Over 500 million monthly users worldwide

2 Billion +Global views per day

20 minutesaverage visit time

#3 Largest Countrybased on unique visitors per month


Online Reputation Matter’s

of travelers say booking decisions are impacted by online reviews

93% Source: New Media Today

Social Trends


Online Reputation Matter’s

Negative reviews present an overwhelmingly positive opportunity for a brand to gain credit with consumers. If a user has a bad experience and reports on it, but other consumers can see that the experience was remedied by the brand through a review, it reflects even better on the brand than a simple positive review

Think Travel 2012 Insights Conference


How Google Can Help


Australia 93 | 88 | 53

Japan 36 | 93 | 55

UK 90 | 93 |

64

Canada 71 | 96 | 76

Brazil 92 | 99 | 70

Germany 96 | 91 | 64

India 97 | 90 | 53

Mexico 91 | 91 | 69

China 5 | 64 | 0

Google’s Reach

France 94 | 91 | 55

Taiwan 34 | 91 | 69

HK 57 | 87 | 44

Search | GDN | YouTube

Italy 95 | 97 | 58 South Korea 10 | 81 | 23

USA 70 | 90 | 70

Source: Google Internal Data May 2013

South Africa 80| 87 | 70

East Africa 70| 90 | 80


5% of time 95% of time

Dedicated to

Search Dedicated to

Content sites - GDN

What internet users do online

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The importance of “owning” the Top Slot

5 secs.

20 secs. 15 secs.

10 secs.

Eye Tracking – Perception of SERP

Studies show that users often read webpages in an F-shaped pattern, making the importance of the top slot even more important.


Sources: Online Search Behaviour Belgium, March 2012

Search is the entrance to your shop


!"#$%&'!!!

1 Grow Awareness of Kenya by capturing users searching for travel destinations to Africa

Keywords: “travel in Africa” viewed from UK

(SEM)

Search Engine

Marketing

(SEO)

Search Engine

Optimization


Strategy: Leverage Queries related to “travel destinations” and influence decision-making

!"#$%&'!!!

1

Different Strategy for different Keywords: Generics (Ex: Holidays): Pos. 5-7 (55% coverage)

Specifics (Ex: Safari destinations): Pos. 1-3 (100% coverage)

Keywords: “Holiday destinations” viewed from USA


!"#$%&'!!!

1 Reel in the “low hanging fruit”..tourists searching for travel spots in Kenya direct them to your site

Keywords: “Holiday in Mombasa” viewed from UK


What is the Google Display Network?

Source: Google Internal Analysis & ComScore KeyMetrics 2012

Properties Display Partners

>80% reach in all key markets in Middle East and Africa*


Right Person American businessman on business travel to Kenya

Right Place Geo: USA Interests: News | Finance

Travel Sites: wsj.com

Right Message Service + comfort Destinations to Ethiopia

Leverage robust targeting on the GDN 2()*+,#-'

!!!

Google confidential Google confidential Source: comScore Media Metrix, March 2009

Adventure Travel Conferences

Booking Sites Travel

Consult

Comparison sites

Holidays

Influence Consideration while the Tourist is in the decision making process and researching options

Business Travellers

Young Couples

Elderly Couples

Couples with kids

()*+,#-'!!!

2


Video Advertising – Branded ChannelCreate engagement with a Kenyan “look & feel” to put Kenyal top of mind as a great destination for tourists browsing video content.

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Develop a channel to host customized videos about Kenya.

3

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Strategy: True View Pre Roll Videos Show the Video only to those that are interested

Drive engagement

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Nassau Paradise Island Promotion Board reaches vacationers with YouTube Goals

•  Promote travel to Nassau from top 10 US domestic markets.

•  Share island experience through video •  Generate cheaper leads than high cost TV ad buys

•  Engaged viewers of :30 video for as little as 15 cents

•  Increased website traffic by 30% •  Delivered video to major markets

previously unaffordable via television

Results

Approach •  YouTube In-Stream campaigns •  Tailored Promotional Messaging

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Visit Brasil uses their YouTube Channel as a Travel Planning Resource

http://www.youtube.com/visitbrasil!

•  The Visit Brasil channel allows users to !nd relevant videos tailored to one’s interest, nature, length and seasonality of the visit which also come with the location information

•  Users can create their itinerary and get additional information powered by TripAdvisor

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Social Media is a Travel Planning Resource

Source: emarketer Jan 2013

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4


Promote Your G+ Page: Get together Tourists + Photographers

Criar uma comunidade de fãs! Unir Fotografos com os Açores

Strategy: Generate events with the community of photographers in Google+ to have a page with dynamic & quality content while

increasing the number of followers!

Create Circle of Photographers

4


Goal •  Gain worldwide reach to engage with potential

visitors •  Increase the number of tourists to the country Application •  Post visually stimulating images daily •  Use ripples to understand audience •  Use circles to segment messages •  Feature Google+ badge on homepage Results •  35% CTR uplift in AdWords due to social

extensions •  More than 750,000 followers •  High user engagement as seen through +1’s,

comments and shares of posts

Visit Greece uses Google+ to spread the joys of Greek tourism

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4


Get more local content on maps and showcase local attractions to users planning their trips

51#+*'

!!!


Visit Tuscany Uses Interactive Google Maps on YouTube

•  Tuscany region, one of the most popular tourist destination in Italy, o#ers an interactive Google map that shows videos according to the geo category.

•  Users can choose to toggle between English and Italian

1#+*'!!!

5


Promote National Pride

Domestic Tourism


Mobile & Internet Penetration - Kenya

Kenya has decent Mobile phone connection & Internet user penetration as compared to other countries in the Emerging market.

For Domestic Tourism, Kenya has over 70% Internet Penetration (mobile)

Source: eMarketer


Encourage Creation of Shared Content by Kenyans and Friends’ of Kenya

67% of travelers look at user submitted photos to help make choices


Canada – Keep Exploring

•  2 minutes of the best of Canada created by Canadians trimmed from 65 hours of submitted footage

•  Great way to leverage

User Generated Content with a hint of national pride to create truly authentic local Kenyan content

http://www.youtube.com/watch?v=cotGh4Lu29M!


Tsingtao Beer – Strangest Beer Culture

•  Very witty video depicting the unique and bizarre Chinese beer culture

•  Instead of showing

tourist landmarks, it focuses on the people and the experience which is far more exciting, unexpected and real

http://www.youtube.com/watch?v=T3VDb30ASY0!


Kenyans love traditional Food!

Why not showcase the culinary

experience of a visit to

Mama Oliech’s

or

Kosewes?

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Create engagment with your “look & feel” to make your business top of mind to your target Customer.

Directly influence the decision-making process to bring more tourists to Kenya

Generate awareness for Kenya with an efficient and focused strategy

Create a social media strategy to continue the dialogue with your audience.

In Conclusion..


Appendix ...


Travel & Tourism Vertical Trends - USA


Travel & Tourism: USA Cross Platform Search Trends


Travel & Tourism Digital Auction Trends - UK


Travel & Tourism: UK Cross Platform Search Trends


Travel & Tourism Digital Auction Trends - Kenya


Travel & Tourism: Kenya Cross Platform Search Trends


Criar uma comunidade de fãs! Unir Fotografos com os Açores

Kenya invites a photographer to develop videos of its great natural resources to be shared on his site and in Google+

Click here to see a great example that can be used by Kenya

Use Hangouts and create permanent international involvement!

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